Module 1: Introduction to Digital Marketing
Logistics & key Digital resources
Overview of the course and assignment
Overview of the Digital Marketing landscape
Digital Marketing channels
Benefit and Importance of content and inbound marketing
Case studies
Module 2: Search Engine Optimisation
Introduction to Search Engine Marketing
Why Search Engine Marketing is so important and how it works
The Search Engine Optimisation process
SEO planning, keyword research and analysis
On–page optimisation
Off–page optimisation
Link Building
Conversion Optimisation
Localisation and getting found in Local Search
A structured process for SEO with 10 top tips and best practices.
Module 3: Pay Per Click
Module 4: Google Analytics
How Google Analytics works
Getting set up on Google Analytics
Privacy and Tracking codes
Understanding your visitors and improving reach
Tracking Goals
Using campaign tracking for social media
Google Analytics reports & actionable insights
Module 5: Facebook Marketing
How to ensure that your Facebook Page reflects your visual identity or
that of your current marketing campaign
Understanding Facebook Page guidelines
Tips and tools for hosting competitions and promotions on your Facebook Page
Using applications to integrate your marketing Guidance managing Facebook comments
Developing a content plan that will support your Facebook marketing goals
How to increase visibility of your Facebook Page through Facebook advertising
Measuring the impact of your Facebook marketing through Facebook Insights
Module 6: Linkedin for Business
Understanding the new LinkedIn layout for personal profiles and how to optimise it for lead generation
Best practice tips for building your business network on LinkedIn
Best practice tips for LinkedIn endorsements and recommendations
Etiquette for participating in LinkedIn Groups to help you
build visibility an authority in your field
Essential tips for setting up your own LinkedIn Groups
Establishing a Company Page to promote your products and services
An overview of Linked Advertising to help you promote
your products and services
Module 7: Mobile Marketing
Mobile traffic v’s desktop traffic
Smartphones in demographics
Mobile browsing
Social Media Marketing and mobile
Mobile Apps
Mobile commerce
Mobile Advertising
Mobile Marketing Tools
Mobile Landing Pages
SMS
Current and Future Trends
Best Practice Case Studies
Module 8: Display Advertising
What is Display Advertising?
Market trends
Display Advertising Formats
Publishers & monetisation
Pricing
Planning a campaign
Creative & SMART banners
Tracking & reporting
Module 9: Twitter, Blogging & Online Video
Exploring the types of video that can support your marketing campaign
Platforms and tools to help you create your online videos
Platforms to host your online videos including using YouTube for business
Essential best practice tips for using YouTube in your business to host your online videos
Module 10: Email Marketing
Understanding email marketing best practices
Identifying ownership and where email marketing sits
Briefing on the latest privacy laws and guidelines
Building and segmenting your database
Understanding Email reporting
How to improve email campaign results
Strategies to improve deliverability
Module 11: Affiliate Marketing
What is Affiliate Marketing?
The main players
Affiliate networks
How it all works
Practical examples
Affiliate marketing SWOT
Why Set Up An Affiliate Programme
Affiliate Marketing Benefits
Affiliate Best Practice
Module 12: Developing a Digital Marketing Strategy
Bringing it all together
Overview of the course assignment
How to create a Digital Marketing plan
Core components of a Digital Strategy
Frameworks to follow
Setting business objectives and
Digital goals
Trackable KPI’s
Developing a metrics mix
Ongoing KPI & Metrics analysis
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